Effect of sexual illustrations on brand - products recall

Abstract

Following trends in the western world, Indian marketers have. of late. resorted to using sex appeal in advertisements. This study was conducted to test a few hypotheses relating to brand recall by broadening the concept of brand recall. Advertisements representing sexual and non-sexual illustrations were used. The study reveals that more correct recalls were made for advertisements containing a non·sexual scene than for those with female illustrations of varying suggestiveness. When recall is the primary objective of advertising, human illustrations are more effective than landscapes.